FLANDERS CLASSICS WOMEN CLOSING THE GAP FLANDERS CLASSICS WOMEN CLOSING THE GAP INTRODUCTION Flanders is, and will always be all about cycling! It is the heartland of cycling and therefore we are able to draw on a rich heritage when it comes to cycling. At Flanders Classics however, we also like to look ahead, in line with our values of innovation and evolution. We like to think of our races as monuments in full motion. In terms of women’s cycling, Flanders Classics has always been a pioneer. For example, in 2020 the Tour of Flanders will be organised for the 17th time, and Omloop Het Nieuwsblad for the 15th year running. In recent years, major progress has been made in terms of the professionalisation of several women’s sports disciplines. Everyone is starting to realise that we can and must do better. Moreover, the further development of women’s cycling is also a priority. The cycling world therefore faces some major and interesting challenges. Flanders Classics aims to continue to play a pioneering role in these developments. Flanders Classics is proud to present this ambitious three-year plan that uses specific initiatives and pre-defined objectives as a guideline. Together, we hope to build a beautiful future, raising the women’s side of our much-loved sport to the level it is entitled to. Tomas Van Den Spiegel CEO Flanders Classics FACTS & 746 ATHLETES IN 2019 661,6KM KILOMETRES COVERED IN 2019 916.609 TV VIEWERS IN FLANDERS FIRST EDITION IN 2004 211 MEDIA ACCREDITATIONS IN 2019 48 NUMBER OF ORGANISED RACES 1.000.000 SPECTATORS IN 2019 2018 2012 FIRST EDITION OF THE 2004 BRABANTSE PIJL WOMEN ELITE 2016 2006 2019 FIRST EDITION OF GENT-WEVELGEM WOMEN ELITE FIRST EDITION OF THE TOUR OF FIRST JOINT TEAM PRESENTATION / FLANDERS WOMEN ELITE START OMLOOP HET NIEUWSBLAD THE TWO WORLD CHAMPIONS WIN THE TOUR OF FLANDERS (CENTENARY OF THE MEN’S RACE) LIVESTREAMING OF ALL FLANDERS FIRST EDITION OF OMLOOP HET CLASSICS WOMEN’S RACES NOT NIEUWSBLAD WOMEN ELITE SHOWN LIVE ON TV *Photo Suzanne de Goede - Omloop Het Nieuwsblad 2009 FIRST EDITION OF DWARS DOOR VLAANDEREN WOMEN ELITE LIVE TV COVERAGE OF THE TOUR OF FLANDERS- AND GENT-WEVELGEM WOMEN ELITE “I really love the classics, I love “I already won Gent-Wevelgem in Flanders. This victory is therefore 2016. Every victory is amazing, of definitely important to me. I spent course, but winning in Belgium... It the entire winter thinking about really is something else. You can how much I wanted to win this tell from everyone and everything race. It feels so good to kick off that this really is the heartland of the season with such a victory. cycling. It is and always will be a And our team placed first and privilege to race here…” third, which is totally great!” CHANTAL BLAAK WINNER GENT-WEVELGEM 2016 CHANTAL BLAAK WINNER OMLOOP HET NIEUWSBLAD 2019 “Dwars door Vlaanderen has always been one of my favourite Belgian classics. It holds a special place in my heart. It’s also nice to see how Dwars door Vlaanderen is continuing to grow as a race.” AMY PIETERS, WINNER DWARS DOOR VLAANDEREN 2014, 2015 AND 2016 “Riders who want to win the Brabantse Pijl, need to be very “This really is a major victory for motivated. The winner will be an me, everyone wants to win this example of character and race. I’m really enjoying this.”. perseverance, a true Flandrienne.” ANNA VAN DER BREGGEN WINNER OF THE 2018 TOUR OF FLANDERS FLANDERS CLASSICS ACTION 1. MOVE UP A GEAR 2. IT’S ALL ABOUT THE EXPERIENCE 3. WOMEN’S CYCLING IN THE PICTURE 4. COMMERCIAL WIN-WIN 5. CLOSING THE GAP 6. GROWING THE COMMUNITY A GEAR OUR AMBITION BY 2023 Further enhance the sportings value of the Flanders Classics spring classics and become the reference in women’s cycling with Gent- Wevelgem and the Tour of Flanders leading the way. ACTION POINTS • Development of an elite women’s Scheldeprijs, to complete the Flanders Classics spring line-up (identical to the men’s races). • Enhance the status of those Flanders Classics races that are not yet included in the Women’s WorldTour. • Continue to invest in top-class participants on an attractive and unique course, with ample attention to safety. IT’S ALL ABOUT OUR AMBITION BY 2023 ACTION POINTS Cycling in Flanders is synonymous with an • A joint race final and finish for all women’s and men’s races and, time optimal experience. At Flanders Classics, we restrictions permitting, a joint podium ceremony for the winners of both the want to put women in the spotlight even more. women’s and men’s races. The result will be an even more lively cycling • A professional and high-quality team presentation/show before the start of show, both on and off the bike. every race. • Increasing fan engagement and stimulating social interaction. WOMEN’S CYCLING OUR AMBITION BY 2023 Increase the media value of our races to generate more attention for and commercial interest in women’s cycling. More interest, more attention, including that of the media. ACTION POINTS • Strengthen the partnership with our existing media partners, VRT/Sporza and Proximus. • Invest even more in live TV coverage. • High-quality livestreaming with commentary for both national and international audiences. COMMERCIAL OUR AMBITION BY 2023 In order to ensure the continued evolution of women’s cycling, we need to structurally increase financial resources. Our ambition is to develop commercial opportunities. ACTION POINTS • Draw up a commercial plan to attract new commercial partnerships (separate contracts for women’s and men’s races). • Develop a communication strategy and awareness campaign with our communication partner Sport House Group and our media partner Mediahuis. CLOSING OUR AMBITION BY 2023 Reduce the current financial gap between women and men, both at the base and the top. ACTION POINTS • Raise the starting fee of all participating teams. • Aiming for equal prize money for both men and women. GROWING OUR AMBITION BY 2023 Cycling undeniably plays a role in our society. For example, larger-than-life sports heroes are inspiring and motivating role models. We need these role models and idols to guarantee the sport’s survival and growth. Local commitment and the community’s involvement are just as vital. That is why it is crucial that we develop a community and engage with the fans. ACTION POINTS • Appointing several ambassadors (m/f) who are role models for society and incorporate these role models in the campaign via storytelling. • Pre-rides on the courses of the various races in the presence of an ambassador. • Podcasts about women’s cycling and our women’s races. • Organising of polls during the race. Involvement of fans before and during the race. LET’S CLOSE FLANDERS CLASSICS Harensesteenweg 228 1800 Vilvoorde [email protected] +32 474 55 45 13 .